StreamTime Sports Making YouTube Pay: Why the SDHL moved to YouTube
Dec 17, 2025
Angelica Lindeberg, CEO of the Swedish Women’s Hockey League (SDHL), discusses her groundbreaking shift to a YouTube-first strategy in under 90 days. She reveals how this transition is reshaping visibility for women’s hockey, emphasizing early audience insights and empowering clubs and players to engage fans. Lindeberg shares the rapid development of their media strategy, audience engagement, and unexpected international reach, highlighting the commercial potential unleashed by this digital pivot.
AI Snips
Chapters
Transcript
Episode notes
YouTube Lowers Barriers To Grow Audience
- Angelica Lindeberg viewed YouTube as a way to lower barriers and grow viewership without paywalls.
- The shift aimed to expose more people to women's hockey before asking them to pay.
Decision Made In Under 90 Days
- SDHL decided quickly after failing to secure TV offers and moved from considering renewals to a new platform in under 90 days.
- Angelica described jumping to YouTube as a rapid, risky choice driven by necessity.
Owning Distribution Unlocks Data And Control
- Owning distribution gives SDHL full access to viewership data and control of the product.
- Angelica contrasted this with losing track of metrics when handing rights to broadcasters.